Why Broad Sending Works When Your Story Is Strong

Most brands spend too much time worrying about sending too many emails and not enough time asking whether the emails themselves have any real value. The truth is that the number of sends is not the problem. The message is.

After working with a wide range of brands, one pattern keeps showing up. Most companies are limited by time and resources. When that happens, teams often narrow their audience or send fewer emails because it feels easier to manage. But the reality is straightforward. If you want to generate more revenue from email, you need to send more emails to more people. That is the core KPI most businesses ultimately measure success by.

This approach only breaks down when the message has no substance. If every email is just another discount or sales push, people tune out. But when your emails share your story, explain your offer in plain language, add insight into your category, or help people understand your value, sending broadly becomes an advantage. More people hear from you. More people stay familiar with what you do. And more people eventually buy.

There are still cases where specific segments matter. If someone is interested in a niche product or in a behavior that does not match the rest of your offer, it is worth speaking to them differently. If a small group needs a unique message, give it to them. Those situations happen, but they are the exception, not the entire strategy.

For most brands, the most effective approach is simple. Understand what you offer. Understand who you are talking to. Write emails that reflect that clearly. When your messaging is steady and useful, sending to a large audience becomes one of the most reliable ways to grow revenue.

A helpful way to think about this comes from Donald Miller's StoryBrand framework. In that model, you are the guide and your customer is the hero. You are not trying to be the main character. You are trying to help the customer move from uncertainty to clarity. It is the same in email. You bring the knowledge, the direction, and the category insight, and your audience decides what to do with it. When your content genuinely helps people understand their world better, they remain engaged, and broad sending becomes both effective and welcomed.

Here is a simple framework to decide whether you can safely send broadly. It is called SAR: Story, Audience, Risk.

Story Do you have something worth saying that helps people understand your offer, your category, or the problem you solve If the answer is yes, broad sending works.

Audience Does your message apply to the majority of your list If the idea is universal enough, send it broadly. If it only applies to a small group, segment it.

Risk Is your list healthy enough to handle a broad send Look at your recent engagement. Your 30, 60, and 90 day opens tell you exactly where you stand.

When all three line up, broad sending becomes one of the most effective growth tools you have.

A quick example. I once worked with a brand that kept segmenting into tiny groups because they thought it was the right thing to do. Their emails were thoughtful, helpful, and explained their category well. But they were only reaching twenty to thirty percent of their list. When we widened the audience and sent the same high quality messaging to more people, their revenue increased within a week. The only thing that changed was reach.

There is one important consideration in all of this. Deliverability. Broad sending only works if you can consistently reach inboxes. Before you send to your entire list, you need a clear understanding of your engaged audience, your 30, 60, and 90 day segments, and the recent behavior of your subscribers. If you skip that step and begin sending without a plan, you can damage your sending reputation and limit your reach for months.

At Clickaroo, managing deliverability is a core part of what we do. If you are unsure about the health of your list or whether you can safely send broadly, please reach out. A few minutes of clarity on engagement and deliverability can protect months of revenue.